MARKETING MANAGEMENT

ACONTINUOUS PROCESS

Presented by

Mr. Prafulla Kumar Padhi

MBA,M.COM,SIMAP-IIT-KGP

Asst.Professor

(Marketing & General Management)

MARKETING means Mark it

Means To find out CustomersTo search the CustomersTo create the Customers

Now

Marketing = Brand Building

BRANDING means

Search new human needs, social needs, earthly need.

Create and develop the unique productCreating the value to it to satisfy the

overall needs

brand

Name ,Logo, Symbol etc….. But

Now

Brand = Quality+Response+Caring

MARKETING

MAINTAIN THE BRAND IMAGE

by

APPLICATION

OF

ATTACK THEORY

BRANDING

SEEING,TOUCH,FEEL,USE What we see for several time that is

brandWhat we touch and feel good and

relax ,satisfaction feelings that is brand

Attack theory of branding

Attack to harass and demoralize the opponents, and eventually secure permanent footholds

ThroughImprove quality & product applicationScientific packaging, logical ,economical

distribution systemProduct service management

TYPES OF ATTACK THEORY

MONKEY ATTACKGUERILLA ATTACKTIGER ATTACKSNAKE ATTACKCROCODILE ATTACKFROG ATTACK

Monkey attack

360 DEGREE FAST MOVEMENT QUALITY.flexibilityMonkey may be old,older,oldest, IT

NEVER FORGET TO JUMP AND CLIMB.

The product must have multi usability

Guerilla attack: Guerilla search everywhere and attack anywhere, anytime

from any angle interpret the normal marketing operation as a

form of aggressive action.Example : Reject : (SCM) Normal supply chain management

Adopt :

Geostationary satellite communication system with radio frequency identification. It will give real time updated data and required figure about distribution channel.

Tiger attack

These animals seem also to possess an astute sixth sense and be able to differentiate between an unarmed human being and an armed man deliberately pursuing them, for in most cases, only when cornered will they venture to attack the latter, while they go

out of their way to stalk and attack the unarmed man.Develop and Design product in plastic

material by weakness spotted out of paper, wood and steel materials.

Snake attack

Snakes extremely rarely attack without provocation and this animal could have been easily and safely relocated.

Design and develop the competitor’s product which has higher market share.

Crocodile attack

Crocodile always uses it’s maximum capacity to attack anything.

Produce the product in which you have maximum control over it.

Frog attack

The large cave frog swiftly hops through the tunnels looking for a ... insects.

Company has to wait and hold to new opportunities without failing

Continuous market surveyContinuous R&D services

3C of Branding

C- Continuous CommunicationC- Continuous Creating ValueC- Continuous Consumer Satisfaction

MARKETING Means

Continuous brand promotionContinuous supply of material and final

productsContinuous customer relationshipContinuous profit making

Continuous Branding

BRANDING- 40s & 50s: Romancing the consumer

BRANDING IN INDIA

PERSONALITY SALES PRODUCTS

60s: Romancing the brand

 70s: Dimensionalizing beauty

 70s: Dimensionalizing beauty

 60-70s: Dimensionalizing beauty

 70s: Dimensionalizing beauty

 80s: Owning the category space

 90s – Early 2000s: Advanced skin benefits

Lux ambassador

2000s LUX

LUX 2013s

LUX :Man’s favorite

LUX AND SRK

The BATON continues ……

THANK YOU